Embed Size (px)
Citation preview
THE ENLARGEMENT OF THE MAVISE DATABASE
TO ON-DEMAND AUDIOVISUAL SERVICES
38th EPRA MEETING (Vilnius, 3-5 October 2013)
André Lange
Head of Department for Information on Markets and Financing
European Audiovisual Observatory
WHY IS IT SO DIFFICULT TO GRASP THE
ON DEMAND AUDIOVISUAL MARKET?
• Multiplicity of technical solutions
• Multiplicity of stakeholders and strategies
• Heterogeneity of national landscapes / audiovisual policies
• Heterogeneity of interpretations of the definitions of the AVMS Directive in
national implementation
• Heterogeneity of concepts
• Lack of transparency and difficult to provide comprehensive metrics • Comprehensive register of services available in Europe
• Data on catalogues
• Data on number of transactions or subscriptions
• Data on the breakdown of adspend on Internet between categories of services
• Data on revenues of services (advertising, purchase, rental, subscription)
• Data the success of works and on their circulation
• Data on market shares
• Data on international trade in AVMS
THE EUROPEAN AUDIOVISUAL OBSERVATORY HAS ENLARGED
THE MAVISE DATABASE TO ON-DEMAND AUDIOVISUAL
SERVICES :
MORE THAN 3100 ODAS IDENTIFIED
http://mavise.obs.coe.int
THE MAVISE DATABASE : OVERVIEW
- Project and database development funded by the European Commission, DG
Communication from 2007-2012
- 10 600 TV channels - almost 4 000 local/ regional - 1 460 are public channels
- 8 600 established in the European Union
- 40 European countries plus 800 channels from the rest of the world
- New framework contract (2012-2016) with DG COM of the European Commission
- The Commission does not support anymore the database as such, but new contract with DG
COM make possible the data collection for update of the TV channels
Data collection on on-demand services funded by European commission DG CONNECT
- Enlarged version with all OBS Member States and data on on-demand audiovisual services
launched in May 2013
WHAT INFORMATION ARE COLLECTED ?
• Audiovisual services : television channels and on-demand audiovisual services (concept, genre, url, language, number of subscribers)
• identification of the company providing the service (address, url) – In various occasions, the name of the company providing the service is not clearly identified on the
website or on the distribution platforms (such as YouTube, XboX, iTunes « Studios and networks » catalogues,…)
• Identification of the affiliation of the company to a media group
• Identification of the platforms of distribution (terrestrial, cable, satellite, IPTV, mobile phone, open Internet, UGC platforms, Apps Stores)
– Difficulties in identifying the country of establishment of Apps stores
• Identification of the licence / registration by a NRA - Some NRA do not provide list or provide non comprehensive list
• Identification of the country of establishment (using lists of the NRA or address of the company)
• Identification of the main targeted countries
MULTIPLE POSSIBILITIES OF SEARCH
Individual files
• By country
• By name of service (TV or ODAVS)
• By name of company
Lists
• By NRA
• By country of establishment
• By country of reception
• By companies established in a country
+ Various advanced search possibilities
SOURCES USED FOR THE CENSUS OF ON-DEMAND
AUDIOVISUAL SERVICES
• Lists provided by NRA following a letter forwarded by EPRA Secretariat
(23 answers for 41 territories)
• Lists provided by some national film agencies, national video associations, organisations providing labels for legal VoD services,…
• Systematic analysis of TV distribution platforms’ line-up
• Announcements in trade press and specialised newsletters
• National market reports
• Comscore Video Metrix line-up
• Browsing on the Internet
DEFINITION OF THE ON-DEMAND AUDIOVISUAL
SERVICES
• We have tried to follow the 7 criteria of the AVMS Directive but we do not claim to provide any interpretation of the law...
• … and we have adopted an open approach. We have included: – broadcasters’ branded channels on YouTube / DailyMotion
– individual « studios and networks » catalogues on iTunes and XboX
– video websites of newspapers
– sites of film trailers
– some video websites that NRA will consider as promotion and not really a service
– services established outside Europe but which target mainly European countries
• We register as different services the various linguistic/national catalogues of a same brand (e.g. Itunes Stores : 1 for the Luxembourg authorities / 77 in MAVISE)
2459 ON-DEMAND AUDIOVISUAL SERVICES
ESTABLISHED IN THE EU (April 2013) Source : European Audiovisual Observatory / MAVISE database
0
100
200
300
400
500
600
700
800
900
1000
Branded c
hannels
Catch u
p TV
News /
VoD Genera
lists
VoD Music
VoD Film
s
VoD Fim
s + T
V
VoD TV fi
ction
VoD docum
entary
voD child
ren
Archiv
es
Traile
rsSport
VoD Adult
Various
SK
SI
SE
RO
PT
PL
NO
NL
MT
LV
LU
LT
IT
IE
HU
HR
GR
GB
FR
FI
ES
EE
DK
DE
CZ
CY
EXAMPLES OF DISCREPANCIES BETWEEN DATA
FROM AUTHORITIES AND MAVISE DATA
Authorities EPRA questionnaire MAVISE
Spring 2013 Sep-13 Sep-13
AT 93 121 117
BE (CFR) 25 23 35
BE (VLG) 28 52 45
BG 10 15 24
CY 12 2 14
ES 36 96
GB 208 206 646
HR 6 16
HU 50 73
IE 11 24
IT 4 146
LT 3 3 14
LU 5 6 111
LV 3 20
MT 2 7
NL 20 116
PL 33 24 111
RO 6 7 50
SE 52 41 153
SI 3 20
SK 23 45 49
ON-DEMAND AUDIOVISUAL SERVICES RELATED
TO FILMS IN THE MAVISE DATABASE (May 2013)
529
91 55 44 3 16 4684
0
100
200
300
400
500
600
Film V
oD
Gen
eralis
t VoD
with
film
s
Film +
TV V
oD
VoD C
hildre
n / anim
ation
VoD D
ocum
enta
ry
Short F
ilms
VoD
Film a
rchiv
es
Traile
rs
Around 80% of the film VoD
services are online and
20% on TV digital platforms
(cable, IPTV, DTT)
NUMBER OF VOD SERVICES (ALL GENRES EXCEPT
ADULTS) AVAILABLE IN THE EU COUNTRIES – April 2013 Source: European Audiovisual Observatory / MAVISE database
0
20
40
60
80
100
120
140
160
180
200
GB FR DE FI IE NL
BE VLG
BE CFR
ES IT SEDK AT PL CZ SI
HU PTSK LU CY
GR
RO BG EE LTLV
MT
National From other EU country From other EUR not-EU countries From US/CA
52 % of the VoD offers are
established in one other
market than the reception
market. 32 % are
established in US.
NUMBER OF FILM VOD SERVICES BY COUNTRY OF
ESTABLISHMENT (April 2013) Source: European Audiovisual Observatory – MAVISE database
0
10
20
30
40
50
60
70
80
90
100
LUG
B FR SE DE NLCZ BE ES PL DK IT SI
RO BG FIHU
AT GR PT
CY IE LTLV EE
SKM
T CH
Film VoD services for the national market Film VoD services targeting foreign market(s)
… and 125 film VoD services
established in US targeting Europe
(May 2013)
48% OF VoD SERVICES IN THE EU ARE UNDER US
CONTROL (APRIL 2013)
THE LEADING ADULT ODAVS ARE ESTABLISHED IN
US
15
Around 50 % of
Internet Video
Audience in UK
MONITORING THE APPS FOR SMART TV SETS
Smart TV App market nascent and in development (content deals ongoing)
Competition for video content through deals with broadcasters and OTT/VoD providers
for their Apps (differentiation)
3 levels of Smart TV Video Apps distribution deals:
World-wide App deals (BBC World, TV5 Monde)
European App deals (Eurosport Player)
Country-specific App deals (BBC iPlayer, MyTF1VoD, Maxdome)
[Access to a Premium VoD service or catch-up TV App often on a national level]
Complex and fragmented ecosystem, deals are confidential, little communication
In general, some premium VoD Apps per country & Video Apps with lesser quality content (therefore number of Video Apps may seem inflated)
Mostly 2-6 « Premium Apps » (Broadcaster Catch-up or Premium VoD catalogue: e.g. BBC iPlayer,
Netflix, Maxdome, MyTF1VoD, wuaki.tv, ChiliTV, RTVE a la carta, …) per player/country
EXAMPLE : TV Apps AVAILABLE ON SAMSUNG
SMART TV
Samsung Smart TV App Stores in Europe
Numbger of VoD Apps
"Premium" Apps Total Apps*
AT 4 26
BE 4 16
BG 2 17
CY 2 18
CZ 4 22
DE 5 33
DK 4 16
EE 2 16
ES 6 27
FI 4 17
FR 7 30
GB 8 27
GR 2 18
HR 1 13
HU 3 24
IE
IT 4 25
LT 1 14
LU
LV 2 17
MT
NL 6 18
PL 6 27
PT 3 27
RO 6 37
SE 5 15
SI 2 16
SK 3 12
*: Samsung does only allow for certain of its Smart TV App stores
a detailed research. For most of them, only the most popular apps are
shown therefore, data may be incomplete.
No local Smart TV App store
« Premium Apps »:
-DE: Maxdome, Viewster, Kinderkino, Welt der Wunder
-ES: RTVE.es a la carta, Yomvi/Canal+, Antena3
-FR: MyTF1VoD, Canal+ à la demande, Cinémas à la demande,
France TV, FilmoTV
-GB: BBC iPlayer, Netflix, blinkbox, LOVEFiLM, iTV Player, 4oD,
Demand 5
-IT: Cubovision, ChiliTV, Premium Play, FlopTV
-DK, FI, SE: SF Anytime, Viaplay, Netflix, HBO
-NL: Ximon, Pathé Thuis, SBS6
National distribution licenses for broadcasters
catch-up + OTT & VoD providers Apps
Global European distribution deals for
« generic » video Apps (of lesser interest)
MARKET SHARE OF VOD SERVICES IN GERMANY
(1st Semester 2012) Source: GfK Panel Service Germany, 2012; n=652 VoD/ PpV; evaluation period: Jan – Jun;
revenues in percent
CONCERNS ON DIGITAL TRANSPARENCY HAS NOW
REACHED HOLLYWOOD New York Times, 15 September 2013
CONCLUSIONS
• Film VoD services have a proeminent place in the online ODAVS universe and in the on-demand offers of TV distribution platforms > priority for reporting on the implementation of Art. 13 ?
• OTT services are growing in importance but operators of platforms are fighting back with « On the go formula » and hybrid set-top boxes
• Access of European films to the catalogues of leading US owned VoD services is certainly an issue
• Access of independent services to TV distribution platforms remains a problem: traditional gatekeepers are still there and new gatekeepers emerge
• Emergence of services established in "ease of doing business countries" and outside the EU creates a new challenge for the implementation of the AVMS Directive and for funding systems based on taxation of distributors revenues
• Role of the NRA in the transparency of the VoD market ?
NEXT TO COME…
• Hearing on Art.13, organised by the European Commission (18
November 2014)
• The European Audiovisual Observatory will present preliminary
results of the analysis of availability of 50 leading European films on
VoD services in Europe (Study in collaboration with the EFARN
network).
